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Wire · regulatory

EU: EASA plans advertising-specific guidance on generative AI disclosures

1 August 2026 · By · Wire by Fusion42

Published

1 August 2026

Topic

regulatory

◆ Sectors

E-commerce

◆ Geography

European Union

◆ Source

Read at dataguidance.com →

◆ Verified

Fusion42 · 2 August 2026 · Fusion42 review

The European Advertising Standards Alliance (EASA) is creating advertising-specific guidance to clarify disclosure requirements for generative AI under the EU Artificial Intelligence Act, which mandates clear labelling of AI-generated content including deepfakes.

This Wire brief sits within Fusion42's coverage of E-commerce.

◆ ◆ The Wire takeaway

You must prepare to update your advertising practices as new EU guidance will define how to disclose AI-generated content clearly. This opens doors to innovate in transparency or risks consumer trust and regulatory penalties.

◆ Coverage

1 source · 1 Aug 2026

◆ Related on Wire

◆ Topics

E-commerceeasaeu-ai-actgenerative-aiadvertisingtransparency